Hey Lawrence, you’re like a magician, one surprise after another, always got another secret waiting to wow your audience…you are one cool dude and a professional. Thanks for sharing so many profitable experiences over the years.

Hey Lawrence, thanks for sharing this. A question, though: in most cases, isn’t it true that a headline which clearly describes a main benefit will implicitly address itself to the ideal prospect? It seems to me that if a headline (call it A) which uses this technique sells better than one (B) which just describes the main benefit, it would be because of the explicit way it speaks to the ideal prospect, rather than because the ideal prospect doesn’t “get” that B is meant for them?